Japan’s top ten best-received television adverts

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The CMDB, Commercial Message (that is, television adverts) Database, part of the CM Sougo Kenkyusho, or Central CM Research Centre as it might be translated to in English, recently published the results of a survey into the best-receieved television advertisements of 2015.

Demographics

Between the 20th of October 2014 and the 19th of October 2015 12 monthly surveys were conducted on 3,000 people per month into the best-received adverts for that month, then the results were summed up over the year to get the overall ranking presented here. The respondents all lived within Tokyo or the surrounding five prefectures.

Without further ado, let’s look at the results. The survey listed representative advertisement names from long-running campaigns, so I shall show the first hit on YouTube for each of the titles.

1: au by KDDI; mobile phone


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Majority have clicked ads in search, but only minority see contextual ones

Have you ever seen contextual ads in blogs, etc? graph of japanese statisticsjapan.internet.com reported on the seventh regular survey by goo Research into internet advertising.

Demographics

Between the 21st and 23rd of February 2013 1,091 members of the goo Research online monitor group completed a private internet-based questionnaire. 53.1% of the sample were male, 16.2% in their teens, 18.3% in their twenties, 21.2% in their thirties, 16.4% in their forties, and 27.9% aged fifty or older.

If my experience is anything to go by, more people seeing contextual advertisements perhaps seems to mean more people avoiding them…

I don’t really appreciate the subtle difference between the “don’t know” and “didn’t know they appeared” answers in the questions below!
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“Continued on the web” television adverts

With what seems like most television commercials in Japan featuring a search keyword, and a few more specifically pointing to a continuation of the advert story on their web site, goo Research decided to take a look at television commercials with web search prompts, with the results of the survey being reported on japan.internet.com.

Demographics

Between the 23th and 25th of July 2012 1,100 members of the goo Research online monitor group completed a private internet-based questionnaire. 52.9% of the sample were male, 16.4% in their teens, 17.8% in their twenties, 21.5% in their thirties, 16.4% in their forties, 15.6% in their fifties, and 12.3% aged sixty or older.

What might have been a nice question to ask regarding these people who searched for a keyword but couldn’t find the page would have been what search engine they used, and if they used any sort of advertisement blocker.

I don’t think I’ve ever searched for a keyword from a television advertisement, so I’ll cheat by searching for the Japanese for “Continued on the web”, and present the first related video that I can embed in my post, so apologies in advance if the following is incredibly boring!


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Japanese would prefer no mobile ads

How do you feel about mobile web advertisements? graph of japanese statisticsgoo Research recently conducted their fourth regular survey into advertisement viewing on mobile devices, and the figures reported by japan.internet.com were much less anti-ad than I expected.

Demographics

Between the 16th and 19th of April 2012 1,037 members of the goo Research mobile monitor group completed a mobile phone (including smartphone) based survey. 59.0% of the sample were female, 3.5% in their teens, 28.4% in their twenties, 32.7% in their thirties, 25.3% in their forties, and 10.2% aged fifty or older.

I only surf the mobile web occasionally, so I can’t say I’ve actually seen any mobile advertisements, in particular as I avoid ad-supported free apps!
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Only one in five Japanese find net ads useful

Do you think these contextual advertisements are useful? graph of japanese statisticsThis is the rather disappointing (from my point of view) results from a recent survey by goo Research, their third regular survey into internet advertising, reported on by japan.internet.com.

Demographics

Between the 23rd and 27th of March 2012 1,078 members of the goo Research online monitor group completed a private internet-based questionnaire. 52.8% of the sample were male, 16.5% in their teens, 17.8% in their twenties, 21.5% in their thirties, 16.3% in their forties, and 27.8% aged fifty or older. As a short aside, I never understand why half the goo Research demographics report the over fifties and over sixties separately, while the other half, such as this survey, report them together. The other demographic figures are very similar in every non-mobile-targeted survey, so I think one can safely assume that there about 15% in their fifties and 12% aged sixty or over in today’s sample.

Recently my advertising return has been remarkably low for AdSense – all of number of clicks, revenue per click, and CPM rates have some days been so low that it feels like I must be running some utterly inappropriate advertising. Have any of my readers noticed strange or even no adverts appearing?
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Seven in ten Japanese find mobile ads useless

Do you find mobile advertisements useful? graph of japanese statisticsgoo Research recently took a look at advertisements on mobile devices, their third regular survey into this topic, reported on as usual by japan.internet.com.

Demographics

Between the 23rd and 25th of January 2012 1,098 members of the goo Research mobile monitor group completed a private mobile phone-based (including smartphone) questionnaire. 60.1% of the sample were female, 4.0% in their teens, 28.2% in their twenties, 34.3% in their thirties, 23.3% in their forties, and 10.1% aged fifty or older.

As I limit my mobile surfing and don’t play any games that require an internet connection for advert display, I fortunately cannot remember seeing any except when I go out of my way to check out my own sites; actually, I tell a lie – when I was in the USA last week, both San Francisco and Las Vegas airports made me watch a short advertisement before giving me free wifi access. By the way, What Japan Thinks has a smartphone-targeted display, so if you surf on over with your mobile you should see a finger-friendly front end which contains some hopefully not-too-obtrusive advertisements, although I cannot vouch for their relevancy or usefulness.
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Banner adverts most attract clickers in Japan

Have you ever clicked a contextual ad in blogs, etc? graph of japanese statisticsgoo Research recently conducted their second regular survey into internet advertising.

Demographics

Between the 19th and 22nd of December 2011 1,071 members of the goo Research monitor group completed a private internet-based questionnaire. 52.8% of the sample were male, 16.2% in their teens, 17.8% in their twenties, 21.5% in their thirties, 16.3% in their forties, and 28.1% aged fifty or older.

I don’t click on many adverts – I run a blocker at home, and at work I turn off the display of images and disable flash as I find a lot of advertising just far too ugly. If I click on an advertisement it will be either a Google text ad or a specific affiliate link where I want to share some benefit with the person who introduced me to the item or service I am purchasing.
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Mobile phone-based advertising

Do you find mobile phone adverts useful? graph of japanese statisticsjapan.internet.com reported on another new regular survey series from goo Research, this time being a look at the display of mobile advertisements.

Demographics

Between the 11th and 13th of July 2011 1,094 mobile phone-using (including smartphones) members of the goo Research monitor group completed a private mobile phone-based questionnaire. 59.3% of the sample were female, 3.2% in their teens, 27.0% in their twenties, 37.5% in their thirties, 23.6% in their forties, and 8.8% aged fifty or older.

I’ve seen advertisements on my mobile, but as the default iMode home page has an advertisement, I’m surprised that as many as 5.7% had not seen advertisements; perhaps as the ads are so well blended in that most of that 5.7% haven’t actually realised they are seeing them.
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Only one in eight have bought through search ads

Have you ever bought goods or services through search ads? graph of japanese statistics
Have you ever bought goods or services through search ads?The latest mini report from japan.internet.com on a goo Research survey was this one on the 15th regular look at internet advertising.

Demographics

Between the 21st and 24th of June 2011 1,083 members of the goo Research monitor group completed a private internet-based questionnaire. 52.7% of the sample were male, 16.3% in their teens, 18.0% in their twenties, 21.3% in their thirties, 16.3% in their forties, and 28.0% aged fifty or older.

Despite having contextual adverts myself, at these points I always do recommend people run an advertisement blocker. My favourite is AdMuncher (affiliate link); it comes with a 30 day free trial so you can see how it works. I love it for the simplicity and that it works with every browsers, so block a URL once and it disappears from everywhere.
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Almost half have searched keywords from ads on their phones

Was your advert keyword search info useful? graph of japanese statisticsWith many television advertisements and posters showing you keywords to search for for further information or to see continuations of the story, goo Research, in conjuction with japan.internet.com, conducted their 69th regular mobile survey, this time looking at mobile advertising, with the focus on these search keywords.

Demographics

Between the 8th and 11th of April 2011 1,089 mobile phone-using members of the goo Research online monitor group completed a private mobile phone internet-based questionnaire. 55.6% of the sample were female, 4.3% in their teens, 24.7% in their twenties, 35.0% in their thirties, 26.0% in their forties, and 10.0% aged fifty or older.

The last internet keyword I searched for was just a few days ago for 5???, go man neko, 50,000 cats, but it was on PC, not mobile phone. The advertisement was this:


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